Snakk Media
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Snakk Media |
Investment in expansion
Media |
NXT Company Spotlight
2 November 2016 |
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Snakk Media (SNK), which connects brands to mobile audiences, has published its Q217 key operating milestones. These include a premium gross margin of 61% compared to peers at 40%. This is a little below the company’s 62% FY17 target, although the ytd figure of 64% still allows some leeway. The click-through rate ticked up from 0.95% in Q1 to 0.98% in Q2, not far adrift of the FY17 target of 1.00% and well in excess of the industry average (0.62%). Lower staff churn post Q1 and Q2 recruitment has led to an increase in headcount, swelling the compensation to revenue ratio. This should correct as the extra staff give the capacity to drive sales.
Q217 key operating milestones (KOMs)
Click-through rates are an industry-standard indicator of the effectiveness of a marketing campaign. Snakk Media continues to demonstrate that it performs well ahead of the market, with a further increase over the quarter that should enhance its own competitive position. The group’s focus is on delivering targeted campaigns that are engaging (supported by its in-house creative division, Touch Create) and therefore effective. This should also help support the prices that it can achieve, thereby maintaining its premium gross margin. Gross margin is also supported by its strategy for the constant drive to use sophisticated and efficient technologies to purchase advertising inventory cost effectively.
Mobile fast gaining share
Mobile advertising continues to increase apace, with the latest report from Zenith showing an increase in its outperformance against desktop. By 2018, mobile is expected to account for 60% of all internet advertising (from the earlier forecast of 58%). Snakk is exposed to some of the fastest growing mobile markets. The September 2016 report from eMarketer shows the percentage of media ad spending in Australia targeted to mobile increasing from 16.2% in 2015 to 43.1% by 2020. Mobile spend is expected to outstrip TV ad spend for the first time in 2016.
Valuation: Trading at a steep discount to peers
Snakk continues to trade at a significant discount to its listed global peer group of quoted mobile solutions and digital advertising companies, even allowing for its small size and early stage. At 0.4x FY16 EV/sales, Snakk is trading at around half of the consensus media peer group multiple of 0.8x. The Manji Family Trust has increased its shareholding over the course of the year to 12.1% of the issued share capital.
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Historical financials
Source: Snakk Media. Note: *EPS in prior years recalculated for share consolidation. |
Q217 key operating milestones
Snakk is due to issue its half-year preliminary results on 30 November and its Q3 KOMs on 30 January 2017.
Exhibit 1: Key operating milestones, Q117 and Q217 actual and 2017 target
Q117 actual (%) |
Q217 actual (%) |
2017 target (%) |
|
Click-through rate |
0.95 |
0.98 |
1.00 |
Gross margin |
67 |
61 |
62 |
Compensation ratio |
46 |
65 |
42 |
Staff turnover |
12 |
9 |
24 |
Source: Snakk Media
Peer comparison
Even allowing for its small size and early stage, Snakk is trading at a significant discount to its listed peers. At 0.4x FY16 EV/sales, Snakk is trading at around half the median level of the consensus peer group multiplex, as Exhibit 2 demonstrates.
Working backwards and applying the median EV/sales multiple of 0.8x to Snakk’s FY16 sales, we arrive at an enterprise value of NZ$8.4m, equivalent to a share price of NZ$0.72, 60% ahead of the company’s current share price.
Exhibit 2: Listed peer comparison
Company |
Code |
Currency |
Market cap |
EV |
EV/sales |
EV/gross |
Gross margin (%) |
EV/EBITDA |
Taptica |
TAP: LSE |
GBP |
92 |
93 |
0.8 |
4.4 |
27.8 |
5.0 |
Criteo |
CRTO:NASDAQ |
US$ |
2,317 |
1,974 |
2.8 |
4.2 |
35.7 |
9.8 |
SITO Mobile |
SITO: NASDAQ |
US$ |
101 |
109 |
2.9 |
11.5 |
59.5 |
20.0 |
RNTS |
RNM:FRA |
€ |
264 |
264 |
3.3 |
44.7 |
39.8 |
-ve |
Matomy |
MTMY: LON |
GBP |
124 |
115 |
0.5 |
2.8 |
22.9 |
8.2 |
RhythmOne |
RTHM:LON |
GBP |
144 |
79 |
0.4 |
0.8 |
44.0 |
- |
Sizmek |
SMZK: NASDAQ |
US$ |
114 |
72 |
0.4 |
0.7 |
61.2 |
- |
Median |
0.8 |
4.2 |
39.8 |
9.0 |
Source: Bloomberg. Note: Prices as at 28 October 2016. Sales and net debt are last reported.
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